About Visit California

Our Vision

Visit California will be the recognized source for statewide marketing planning and implementation, and information and support to California’s vast travel and tourism industry, thereby maintaining California’s position as one of the world’s preeminent travel and tourism destinations.


 

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Our Vision

Visit California will be the recognized source for statewide marketing planning and implementation, and information and support to California’s vast travel and tourism industry, thereby maintaining California’s position as one of the world’s preeminent travel and tourism destinations.


 

Contact us
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Our Mission

Visit California is a nonprofit organization with a mission to develop and maintain marketing programs — in partnership with the state's travel industry — that keep California top-of-mind as a premier travel destination.

Contact us
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About Visit California

Visit California (also known as the California Travel and Tourism Commission), is a 501(c)6 nonprofit corporation formed in 1998 to market California as a desirable tourism destination.  Visit California works in close coordination with California’s Division of Tourism - while Visit California conducts marketing programs that drive visitation, the Division of Tourism oversees the assessment program that helps to fund these initiatives.

The budget for California's tourism marketing is funded by investors in five industry segments:

  • Accommodations
  • Attractions
  • Passenger Car Rental
  • Restaurants & Retail
  • Travel Services


Visit California operates under the auspices of the Governor’s Office of Business and Economic Development (GO-Biz). The GO-Biz Director serves as chairperson of the organization.

The 37-member Visit California commission comprises individuals from all 12 regions of California with representation from all five industry segments. Twenty-four of the board members are elected by assessed California businesses, while 12 are appointed by the governor. The 37th commissioner serves as the Visit California chair; currently the commission is chaired by Senior Advisor to the Governor Mike Rossi. The Board meets three times a year to direct Visit California’s programs and activities. A statewide Marketing Advisory Committee also provides input in developing the marketing plan.


Additional Information
 


Information on Proposed New Regulations
 

 

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MeringCarson Wine Institute American Express Sunset